British supermarket retailer Asda has partnered with Foodmaestro platform to launch a personalised online nutritional search aid service across its Online Groceries.

The service will assist customers with complex dietary and lifestyle needs to find food based on their requirements.

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It is equipped with custom filters, which will enable customers to filter products identified as matching their diet, lifestyle or nutritional choices.

Asda online grocery senior director Phil Wilkinson said: “At Asda, we are constantly striving to make shopping more personal and relevant for our customers.

“Our partnership with Foodmaestro will help us deliver an even better shopping experience for customers with specific dietary and nutritional requirements in their household.”

“Our partnership with Foodmaestro will help us deliver an even better shopping experience for customers with specific dietary and nutritional requirements.”

The service will also allow customers to filter their search by matching a range of food allergens and intolerances, including nuts, gluten and lactose, as well as vegetarian, vegan, halal, and kosher diets and lifestyles.

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It also provides a new option to sort the available results by sugar, salt, carbohydrates and fat.

Foodmaestro CEO Jaed Khan said: “Partnering with Asda to aid shoppers and enhance their digital experience is just another step in making shopping easier and more rewarding. We are extremely excited to be recognised by Asda as their chosen partner.”

The service is currently available across the Asda Groceries site and its latest versions of apps. Foodmaestro provides data for the service while Nielsen Brandbank delivers the data to Asda using their Extended Attributes service.